The influence of atmospheric cues and social presence on consumers' impulse buying behaviors in e-commerce live streaming

This paper optimized the e-commerce live streaming atmospheric cues scale and then used the SOR model to study the impact of atmospheric cues on consumers' impulse buying behaviors while considering the mediating role of social presence. Questionnaires were collected from consumers with e-commerce live streaming shopping experience, and Mplus 7.4 was utilized for analyzing the measurement model and structural models. We optimized the existing atmospheric cues scales by adding interactive cues, music design, and other elements to better measure the atmospheric cues in e-commerce live streaming. The findings confirm the reliability and validity of the e-commerce live streaming atmospheric cues scale, comprised of four dimensions: information, navigation, design, and interactive cues. Additionally, information, design, and interactive cues were positively associated with consumers' impulse buying behaviors, while the mediating role of social presence partially explains these relationships. However, the relationship of navigation cues on impulse buying behaviors is not significant. This optimized scale provides a valuable measurement tool for measuring atmospheric cues in future research. Furthermore, the empirical study sheds light on the antecedents of impulse buying behaviors by examining the impact of atmospheric cues and the mediating role of social presence. The results offer practical suggestions for e-commerce live streaming operators to increase consumer purchases: (1) Optimize the design cues by carefully designing colors and layout, appropriately using and coordinating colors and lighting, and playing suitable background music. (2) Provide diversified and personalized information by enhancing the professionalism of the broadcasters and promptly addressing viewer questions from the bullet chat. (3) Actively engage consumers by inviting them to participate in the live streaming sessions, creating an immersive shopping experience.